For Immediate Release: March 7, 2016

K’s Choice Joins Forces With Local Fire Departments
And First Responders For Upcoming Tour

Front-Woman Sarah Bettens is also a Firefighter in
her adopted hometown of Johnson City, Tennessee

It isn’t often you come across a rock artist who’s also a firefighter and mom, but that’s exactly who K’S CHOICE front-woman Sarah Bettens is.

She will merge these two worlds on the multi-platinum Belgian rock band’s first U.S. tour in 10 years that’s coming off a busy 2015 European festival tour in support of their latest album The Phantom Cowboy (MPress 2015). The trek’s first leg (see dates below) launches March 16 in Johnson City, Tennessee and takes the band to the West Coast with a confirmed performance March 18 at SXSW. U.S. label mates A Fragile Tomorrow will join the bill as support.

Along the tour, K’S CHOICE is asking fans to bring stuffed animals in support of their local Fire Department and First Responders for donation to children that might be sick, frightened or experiencing a traumatic event. Bettens has a personal connection to the cause, as a mother of four who is also a firefighter in the Johnson City, TN, and a member of the local union. Sarah knows firsthand the impact that a comforting stuffed animal can have on children in times of crisis, so it was a natural fit for her and the band to ask their fan base to support their local fire departments. At each show there will be a collection box for stuffed animals that will be donated to the City’s local Fire Department and First Responders. For more details, visit:

"As a firefighter and a musician, my jobs couldn't be much more different, yet they both revolve around deeply connecting with other people (and they both require me to sleep in tight quarters with a bunch of guys),” says Sarah. “I see people at their best at concerts and at their worst during emergencies. I'm so proud to be able to merge these two worlds and offer our fans a chance to do something really nice for others."

K’S CHOICE is fronted by brother/sister duo of Sarah and Gert Bettens and rounded out by Reinout RJ Swinnen (keyboards, backing vocals), Tom Lodewyckx (guitar), Bart Van Lierde (bass) and Wim Van Der Westen (drums). This past year the band delivered the most honest, gritty, straight–ahead rock album of their career, The Phantom Cowboy. “Come Alive”, a track off the new album, is about finding your true identity only through reaching your darkest place. It’s an organic segue from the lyric in the 1998 K’s Choice track “Butterflies Instead”, where Sarah sings “pets will come alive and make everything alright…Stuffed animals are always right” in this pensive song about survival.

More about K's Choice:

Since forming in Antwerp, Belgium in the mid-nineties, K’s Choice went on to receive widespread international success, earning several Top 10 album positions for their LPs, including Paradise In Me (1995), Cocoon Crash (1998) and Echo Mountain (2010), which went straight to the #1 position in Belgium and landed them a top 5 in the Netherlands. The band’s big break came in 1995 when they released “Not An Addict,” a single that brought international fame and still, even 20 years later, receives radio airplay. In 1999, the band appeared on Buffy the Vampire Slayer in the episode "Doppelgängland" performing their song "Virgin State Of Mind". The song appeared on the soundtrack Buffy the Vampire Slayer: The Album and is considered by many fans and critics among the best in the Buffy catalogue

In 2015, they released their first authentic rock record, The Phantom Cowboy via MPress Records. The album was produced by Alain Johannes (Queens of the Stone Age, PJ Harvey) and received critical acclaim from US and European outlets. Leading up to the release of THE PHANTOM COWBOY, several tracks and videos were unveiled. A music video for the album’s first single “Private Revolution” was made available worldwide via Vevo; watch the music video for the commanding track here. Yahoo! Music was the first to debut a music video for the follow-up focus track “Bag Full Of Concrete” shot by Sarah herself on a GoPro camera; watch it here. Additionally, was the first to reveal the track “Woman,” posted an exclusive stream of “Gimme Real” an shared and advance listen of “Come Alive.”

Come Alive Tour 2016

with A Fragile Tomorrow

Mar. 16 Johnson City, TN Capones Tickets
Mar. 18 Austin, TX MPressFest SXSW @ Soho Lounge RSVP
Mar. 19 Santa Fe, NM The Bridge Tickets
Mar. 21 West Hollywood, CA Viper Room Tickets
Mar. 22 San Francisco, CA Slim’s Tickets
Mar. 23 Portland, OR Hawthorne Lounge Tickets
Mar. 24 Seattle, WA Tractor Tavern Tickets
Mar. 27 Salt Lake City, UT Kilby Court Tickets

For more information on K's Choice, please contact:
Melanie Rodriguez, MPress Records | 212-481-7243 |

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